A Beginner’s Guide to LinkedIn Company Pages in 2022

Prior to joining WebFX as a writer, Maria was a marketing professional and editor for B2B and B2C publications. Her work has been featured on Top Gear Philippines. When she's not immersed in digital marketing and writing, she's out running, swimming, or playing with her dogs.

Every month, 200 million people use LinkedIn, making it a viable platform for engaging with prospects interested in your business.

This blog post will go through topics about LinkedIn Company Pages, so your company — whether you’re in business-to-business (B2B) or business-to-consumer (B2C) — can make the most out of your page:

Keep reading to learn more, or you can dive into the topic that you’re interested in. You can also download our free marketing guides if you want to learn more about social media marketing!

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What is a LinkedIn Company Page?

A LinkedIn Company Page represents an individual business, organization, or institution on LinkedIn. It enables organizations to talk about their business, brand, products, services, and job opportunities on the platform. As the official voice of an organization on LinkedIn, a Company Page can interact with other members on the platform.

Are Company Pages free on LinkedIn?

You can create a LinkedIn Company Page for free. A business owner — or one of the employees — must have a LinkedIn account to create a Page.

How to create a LinkedIn Company Page

Creating a LinkedIn Company Page is not only free, but it’s also easy. You’ve already done the first step if you have an account to manage the page.

Here are the steps:

  1. Log in to your account on desktop
  2. From the homepage, click the Work icon in the top right corner
  3. Scroll down, and click Create a Company Page

How to create a LinkedIn Company Page

  1. Select Company as the Page type you’d like to create

LinkedIn Page types

  1. Input your company name’s basic details, like your business name, public URL, and website URL

Fill out your LinkedIn Company Page's basic fields

  1. Fill out additional details about your business like your industry, company size, and company type
  2. Add a profile image (300 x 300 px) and tagline (up to 120 characters)
  3. Tick the verification box to confirm that you’re an authorized representative of the organization
  4. Check your Page’s preview, and click Create Page

LinkedIn Company Page's Preview and Verification

7 best practices for LinkedIn Company Pages

Make the most out of your LinkedIn Company Page with these seven best practices:

  1. Fill out all page details
  2. Upload your latest logo and cover images
  3. Give other team members Page Admin permissions
  4. Encourage your employees to connect with your business on LinkedIn
  5. Post engaging content with your followers
  6. Interact with your followers
  7. If applicable, set up Showcase Pages

Let’s go through each one:

1. Fill out all page details

When you create your page, input as many details as possible. Your LinkedIn Company Page could be the first touchpoint with your business for some users. Give them as much information as you can, so LinkedIn members follow your business.

LinkedIn Company Pages have several tabs. In your About tab, make sure you input the following:

  • Description: Add a description about your business, and toss in some keywords, so users can discover your page.
  • Location: Let users know your headquarters and where your offices are located.
  • Custom call-to-action button: Choose a custom call-to-action button and input your website or landing page. Maximize this feature when you want to direct users to a landing page for event registration or gated content.

LinkedIn Company Page's custom CTA

2. Upload your latest logo and cover photo

Make sure the images on your page are up to date. Update your profile image with your latest logo, and follow the recommended size (300 x 300 px).

Did your company just launch a new product or campaign? Let your page visitors know about it! Use your cover photo as a “billboard” and update it with your newest marketing campaign graphics.

Update your cover photo with a resized image of your campaign’s key visual. Follow the recommended size of 1128 x 191 px.

LinkedIn Cover Photo example: AMEX

3. Give other team members Page Admin permissions

Running a LinkedIn page requires team effort, so once you’ve set up your page, grant page admin permissions to your colleagues who will help with maintaining your page. There are several types of Page Admins, each one with different levels of access.

You can assign different Admin roles to your team members who will perform specific tasks:

  • Super admin: The super admin has complete control over the page. They can add and remove any admin on the page, edit page information, and deactivate the page.
  • Content admin: The content admin can create and manage Page content, updates, events, and jobs.
  • Curator: This admin can view Content Suggestions and create recommended content. They can also view and export Page analytics data.
  • Analyst: An analyst can access the Page’s analytics.

4. Encourage your employees to connect with your business on LinkedIn

Your employees are your first brand ambassadors on LinkedIn. Encourage them to follow your page and list your business as an employer on LinkedIn.

Their profiles will be visible on your Company Page. At the same time, your LinkedIn Company Page can be clickable from their profiles.

Encourage your employees to share your content on the platform. Was their department featured on your LinkedIn Company Page? Let them know about the feature, and suggest that they share it.

5. Post engaging content with your followers

Useful and engaging content draws users to follow you. When they see that your Page posts relevant industry information, they’ll want to follow you to stay updated with your posts!

Your LinkedIn Company Page can post about:

  • New product or service announcement
  • Job openings
  • Links to new content on your website
  • Links to content relevant to your industry
  • Questions and discussion
  • Behind-the-scenes photos that feature your employees’ work life
  • Relevant videos

6. Interact with your followers

Make your followers feel seen and heard. Acknowledge their comments and answer their questions as a Company Page.

You can also react and comment on posts where they tagged your business. Interacting with your followers lets your audience know that behind the brand are humans that care about its audience. In addition, your page will gain more reach as the post that you commented on will earn more interactions and views.

Here’s an excellent example from Google. The brand interacts with its followers and responds to questions on their posts.

LinkedIn Page Interaction example by Google

7. If applicable, set up Showcase Pages

Does your business offer products and services that cater to different buyer personas? Consider setting up a Showcase Page for each offering.

LinkedIn Showcase Pages are extensions of your LinkedIn Page. You can think of them as subpages that are meant to highlight different business units and speak to different buyer personas. They are listed under your Company Page’s “Affiliated Pages.”

Showcase Pages are not for short-term marketing campaigns, though. So make sure you have a dedicated team maintaining them to keep them growing!

An example of a LinkedIn Company Page with Showcase Pages is PepsiCo. The brand created a Showcase Page for its philanthropic organization, PepsiCo Foundation. This Showcase Page’s audience differ from the Gatorade Performance Partner, another Showcase Page dedicated to one of PepsiCo’s divisions.

LinkedIn Showcase Pages Example by PepsiCo

Track these 3 LinkedIn metrics for Company Pages

You’ve created your Company Page and implemented the applicable best practices for your business. Now you want to measure how your Company Page is performing.

To find out how your Company Page is doing, use LinkedIn’s Built-in Analytics. You can access Analytics from your page’s Admin View.

Check your data regularly. Monthly reports can also help you track your month-over-month growth, and examine what works and what doesn’t, so you can adjust your strategy accordingly.

But what should your monthly reports track? Here are important LinkedIn metrics for Company Pages to keep an eye on:

1. Follower demographics

As you gain more followers, analyze their demographics. Doing so will help you examine if you’re reaching your target audience, as well as discover new audiences. Here are some demographics you should track so you can better understand your audience:

  • Industry
  • Employer
  • Position at the company
  • Company size

For example, let’s say you’re a B2B company offering human resources (HR) software solutions. Are your followers mostly HR managers and CEOs? If you think you’re not reaching the right audience, consider making adjustments to your content strategy.

2. Engagement data

Next, look at the engagement performance of your page and your posts. Check your posts’ engagement data monthly:

  • Impressions and reach
  • Likes
  • Comments
  • Shares
  • Engagement rate

By looking at these metrics on each post, you can identify what type of posts (image, video, text, or poll) your audience engaged with the most. Consider sharing these types of content more often to grow your audience!

3. Referral traffic

Is your LinkedIn Company Page driving traffic to your site? You can answer this question by checking Google Analytics.

Monitor your monthly traffic coming from your LinkedIn Company Page by clicking Acquisition. Click Social, and then Network Referrals.

Check Google Analytics for LinkedIn referrals

Let’s grow your business through your LinkedIn Company Page

Want to get started on reaching new audiences through your LinkedIn Company Page, but don’t know where to start? Let WebFX help you.

We are a full-service digital marketing agency with 450+ social media experts. We’ll help you create and manage your LinkedIn Company Page, so it increases awareness about your brand, drives traffic to your website, and delivers revenue.

Contact us online or call us at 888-601-5359 to speak with a strategist about our LinkedIn services.

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